Client:Rebel Sport

Type:Cinema, TVC, Digital, Social

Site:Launch Website


Like an emotionally charged, locker room pre-Test pep talk, Ogilvy's campaign featuring professional athlete Malakai Fekitoa, in collaboration with Detroit-based motivational speaker, Eric Thomas, illustrates WHY fierce motivation can be a powerful driving force to defy odds and prove even the staunchest of critics' wrong.


The film provides us with an intimate look at Malakai’s life and how his 'why' is built on the back of steely motivation to prove every last one of his sceptics' wrong. From the schoolyard bullies back in Tonga who continue to taunt him about his childhood limp to this day, to the doubters who regularly said he didn’t have the presence to play Centre - believing he would break the line instead of passing on.

"Even when you do well, there are always people that doubt you and want you to fail. They are the reason I push myself so hard. My why has been to prove those people wrong. People that from a young age said I wasn't good enough to play in New Zealand. I knew I had something in me. I just needed to find a way to use it.," explains Malakai.


It is this insight, that success requires more than talent, opportunity or hard work, and instead has to be driven by a deep-seated, purpose or 'why', that lead to the creation of the 'what's your why?' campaign. Ogilvy, with the help of its Digital and Culture arms, has wrapped this insight into a platform that aims to ignite action; encouraging New Zealanders to think about what is their single, spine-tingling motivational 'why' – whatever it is – and use this as the drive for achieving sporting dreams.

The film was shot by director Dave Ma from Finch, over a month long production schedule; spread across locations in Tonga and Auckland.

"No matter what hand you're dealt with in life, I hope that this campaign will inspire New Zealanders to live up to their true potential. All you need is that single-minded reason why to defy your odds" - Executive Creative Director, Regan Grafton.

This is the first in a series of films to be released over the next 12 months for Rebel Sport. Each following the story of how a Kiwi athletes' fundamental reason 'why' has pushed him/her to overcome huge life barriers.


Taken from the first two weeks of the campaign:


  • Reached over 1 million unique viewers
  • Over 520,000 viewers reached organically
  • 37,589 engagments in total so far. 10,000 likes, 3,900 shares and nearly 1,000 comments within the first week all contributed to the campaign gaining viral traction


  • Reached over 177,536 unique viewers
  • Over 36k views


  • 532,524 views since the campaign started
  • 2.4 million impressions
  • 22% view through rate


  • Ran across The Morning Rumble, Mai FM, and The Edge Facebook pages.
  • 368,743 viewers reached.
  • 73,899 video views, 2,369 interactions and nearly 22,000 minutes viewed.